Project designed by Subhayu Das(IILM BS)KOL

Tata Communications Limited

(TCL)

1.NTT DoCoMo’s stake in unlisted entity Tata Teleservices Ltd

(TTSL) is just 26 per cent, but the Japanese brand is getting the
pride of place in the country’s first dual branding strategy in the
telecom space.
2."Tata Docomo goes the social media way"
3.Ryuji Yamada is in the post of president in
NTT DOCOMO INC &CEO.
The campaign, which will run through the festive season, aims to
stand out with two key selling points: one, its tagline ‘Do the
New’; and two, its differentiated tariff plans.

Many feel ‘Do the New’ has an uncanny similarity with ‘Do the
Dew’, the famous campaign of Pepsico’s beverage brand, and
even Nike’s much-celebrated ‘Just Do It’, but Tata group
executives say that the inspiration for the new GSM player’s
tagline came from the first two letters of DoCoMo, and nowhere
else.
The company has roped in Pooja Chopra (Femina Miss India
World 2009) and Krushnaa Patil (the youngest girl to conquer
Mount Everest) as brand ambassadors
There a mobile war between IDEA (Birla) & TATA DOCOMO in
Kolkata as they both planned to enter Kolkata before the Pujas in
September. But IDEA defers its launch for 2 months, IDEA will be
7th GSM operator in town.
Coming February 2010 Unitech Wireless will be here as 8th GSM
operator
Reliance SMART GSM service, during its relaunching in Kolkata
offered all local @ 35p/min for 6months and got a huge response,
though after using 6months most of subscribers are back in docomo.

Vodafone Joins the Tariff War, Introduces Pay Per Second plan
Across India by Tata Docomo -Times of India
By pressure Airtel & reliance reduce its call rate & introduce pay per
second plan
Product-
It’s a telecom GSM service with fare being-fair concept.
They have future plans to bring innovative products like-
-i-mode
-Location based service(LBS)
-Mobile payment.

Place-
Tata Docomo GSM service has launched it’s operations
Is in all over India.
Tata Docomo products will be available in nearly 20000
Outlets.
Promotion-
Print media
Broadcasting media
Price-
Use of pay-as-you-use concept that is pay per
second model for almost everything,be it voice
calls,VAS service or IVR interaction.

Simplicity in offer.
People-
Lower middle cast & middle cast people are targeted.
Expert people recruited to deliver best services to customers.

Human resource used from Tata indicom service to deliver

People service.
Process-
Use of superior technology & network
The company has earmarked an investment of
$2 billion on it’s pan-India GSM network
rollout.
Focusing strongly on network superiority coverage & service
offering.

Introduced the pay as you use advantage for many of it’s value
addedServices including all its voice portals,24 hour
music,cricket Commentry &voice chat.

Free missed call alerts service without any charge.

Voice mail will be totally free for all subscribers with no

burden of
Monthly rentals,no deposit & no retrieval charges.
SWOT ANALYSIS OF
DOCOMO

STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
 SWOT ANALYSIS OF DOCOMO
STRENGHTS
First to introduce second’s tariff plan (Seconds
Pulse)

Brand image of TATA services

Large variety of plans

Plans are affordable by any common persons

WEAKNESSES
Signal strength

Post paid connections are not available as of now

Customer service

Concentrating only on rural area

OPPORTUNITIES
Have a great opportunity to expand its services

To introduce any new services for internet users

Introduce 3G compatible services

To introduce new compatible plans like SMS, Internet,

Calling integrated offers
THREATS
If the signal strength is not increased it may
lead to a change in network service by the
customers

TATA has to clarify whether this 1ps/sec will

continue till its life cycle

Heavy competition from all other network providers

 BUSINESS
STRATEGIES
• Pay per second offer for the customers- ‘pay as you use’

• Now it is all set to bring those favourite comic characters to the

mobile platform
Tata DoCoMo has entered into an alliance with the ACK Media
and Walt Disney Animation Studios to introduce multimedia
comics - ‘Comix on the Go’

• ‘Do the new’ - a concept that prompts every citizen to do something

new, even if it’s a small thing. For Tata DoCoMo, ‘doing the new’
has also meant charging the user per second, and not per minute.

• Services: I-mode, LBS, m-Commerce To Be Launched

Take a Docomo break
C for Customer-
New flat-rate data plans for phone user & pc user.
New service counters in London & New York.
New after-care & expanded customer loyalty services.

Other initiatives for customer-

Prompt response to customer request.
User trials for Disaster Message Board Service.
Enhanced mobile safty for minors.
Sustainable environment initiatives.
competitors in INDIA-
(a)MTS CDMA-30p/min to all local mobile and  local
landlines@ 50p for lifetime for one time payment of Rs 99
(b)Aircel offers 25p/min with Ratecutter 47 (effective
monthly charge 77) for 30days
(c)Airtel, Vodafone – top 2 cellular operators in Kolkata
offers local calls @ 60p/min
(d)Reliance SMART GSM service, during its relaunching in
Kolkata offered all local @ 35p/min for 6months and got a
huge response

IDEA CELLULAR v/s TATA DOCOMO

 Local & STD calls for 1paisa/second.

Now sms charge Rs 1.20 for 100 sms everyday.

Unlimited GPRS packages for its prepaid subscribers tagged as

Rs 15 GPRS pack and Rs 95 GPRS pack

This is a moment of pride for docomo, as they

have become the first private telecom operator
to enter into a strategically important
agreement with BSNL
Tata & NTT combination makes the service
perfect.
Tata Docomo has recently announced a unique SMS service,
diet-sms service,.It is same as normal P2P sms but in this diet-
sms, you are charged 1 paisa per character and no charge for
spaces between words. Diet-sms service is for message upto 15
characters.
Tata docomo announces FULL TALK TIME on all recharges

Tata DoCoMo today  revamped  its ‘CoMix on-the-go’ the

Value Added Services with special effects. The operator will 
now offer 2000 comic titles to there mobile

TATA DOCOMO announced that they are associated with

Microsoft to launch New generation power packed Windows
Mobile 6.5 smart phones with its GSM mobile service.
Segmentation-
Main tergeted to middle-lower urban people & young
generation.
Online marketing – Tata Docomo doing the job better than
even Virgin Mobile !! They are present on Orkut, Facebook,
Bigadda, Twitter and different telecom based forums. NO
COMPETITION
Targeting- from other operators in this field
the new customer segments are the lower end of the urban
market (maids, drivers and vegetable
sellers),
the rural market, and the high-value urban customers who
will opt for enhanced services and 3G.
Positioning
We are focusing strongly on network superiority, coverage
and service offerings. Tata Docomo has finally launched
Current
achievements:-
1.Had the largest no. of demand of SIM cards allover the
state where customer statistics were taken
at 10 persons/min

2.Cheapest network cost ever

3. (TTML), the leading telecom service provider

announced  it has been awarded the prestigious ‘IT
Service Provider (Telecom and Internet Service provider)
of the Year’

4.Cheapest VAS(value added services)

5. Tata Docomo has added over 1 million subscribers

within the first month of launch.
 ?

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